Believers’ Letters of Advertising: St Xenia of Petersburg’s ‘National Reception Centre’
The chapter focuses on one of the ways to communicate with the sacred popular among contemporary Russian Orthodox believers – written appealing to the saints (letters and notes). Although not happy at all about this habit, the Church managers allow to publish these letters in the parish newspapers and web-sites and in other church mass-media. Analysis of publications of the letters addressed to Saint Xenia of Petersburg proves that the Church publishes them as a part of its advertising campaign targeted on those people who prefer irregular religiosity (pilgrimages, letters to the saint, etc) to traditional regular parish life. The chapter develops Peter Berger’s metaphor of religious market.